Business-to-Business Internet Marketing, Fourth Edition - Lifecycle ...

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334 BUSINESS-TO-BUSINESS INTERNET MARKETING Handling: Plan Deliverable In-house Outside Technology Internet access X E-mail capabilities Marketing e-mail address for inquiries X Broadcast capabilities for e-mail promotions and e-mail newsletters X Web capabilities Corporate Web site hosting X Web response areas and forms X Marketing database integration X X E-commerce applications X Maintenance and Back-office Web site on-going maintenance X Electronic response and lead management X Marketing database management X X Managing Web site links X Managing e-mail newsletter programs X Managing customer extranet X Managing partner extranet X Creation and Execution E-mail X Updating Web site pages X X Web response areas and forms X Banner ad campaigns X Virtual events X Order generation X Electronic fulfillment materials X Web community activity X X Participation in others’ affiliate programs X Management of own affiliate program X Figure 11.4. Analysis of Internet marketing action plan deliverables. mentation of a virtual seminar, but you may also need an outside interactive agency to create and execute the virtual seminar itself. Staff Requirements for Internet Marketing Earlier we mentioned the fact that you might have to retrain existing staff or even replace them with interactive marketing specialists. As
Integrating Online and Offline Marketing 335 Internet marketing continues to grow in importance for your organization, it would be prudent to analyze marketing staff requirements and make adjustments in the future. In some cases, you may be better off contracting outside freelance resources or working with interactive agencies on a project or program basis. Very often, outside resources have a level of expertise and a team of skilled professionals already working in a cohesive group. You might not be able to match this expertise with existing in-house staff, and personnel situations or budgets may prevent you from recruiting the necessary personnel. Whether you are evaluating outside resources or planning to add inhouse staff, the following job descriptions might be helpful to you. These are generally the types of positions that should be considered in staffing an Internet marketing function. All of these individuals should have a demonstrated comfort level with Internet technology, and all should at least be familiar with basic e-mail and Web tools. Internet Marketing Manager Manages programs, personnel, and budgets Motivates, leads, and supports the Internet marketing group Is responsible for training of group personnel Ensures that policies and procedures are followed Assigns responsibilities, tasks, and schedules Makes hiring, promotion, and compensation recommendations Tailors job descriptions to personal goals of personnel Maintains marketing partner relationships Interfaces with senior management regarding Internet marketing strategies Marketologist Participates in developing strategic Internet marketing program
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BUSINESS-TO-BUSINESS INTERNET MARKE
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BUSINESS-TO-BUSINESS INTERNET MARKE
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Publisher: Jim Hoskins Manager of F
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Acknowledgments For helping me crea
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Table of Contents Table of Contents
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Table of Contents xi Automated E-ma
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Table of Contents xiii Real Estate
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Table of Contents xv Maintaining On
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Table of Contents xvii Office.com (
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Table of Contents xix DellHost ....
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About This Book About This Book xxi
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Introduction The original edition o
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sively. Large businesses are moving
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101 Ways to Promote Your Web Site,
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